Brandwave

Aesop vs Manscaped:Which is more popular?

In September 2026, Aesop had more branded searches than Manscaped among men's grooming brands worldwide. Aesop had about 823,000 branded searches, while Manscaped had 368,000. Aesop made up 27.1% of all men's grooming brand searches we track, and Manscaped accounted for 12.1%. When we asked ChatGPT and Google AI Overviews about men's grooming brands, Aesop appeared in two of the four answers and Manscaped in none.

Among men's grooming brands worldwide in September 2026

Who do people search for more?

Aesop, about 2 searches for every 1 for Manscaped

Aesop 823K searchesManscaped 368K searches

Who does AI mention more?

Aesop, mentioned in 2 of 4 answers, Manscaped in 0

Aesop in 2 of 4Manscaped in 0 of 4

Who does AI recommend more?

Aesop, the only one of the two named

Aesop first in 2Manscaped never named

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Top men's grooming brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Aesop was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Manscaped did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Jack Black1st
  2. Kiehl's2nd
  3. Aesop3rd
  4. Marlowe4th
  5. La Roche-Posay5th
  6. Manscaped–
  7. Nivea Men–
  8. Bulldog–
  9. Wahl–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Jack Black3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Aesop2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kiehl's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • La Roche-Posay2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Marlowe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Manscaped0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nivea Men0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bulldog0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wahl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about men's grooming brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Aesop or Manscaped more popular in search?

This chart shows how often people search Google for Aesop and Manscaped by name. Each line represents a brand's share of searches for all nine men's grooming brands we track, month by month, from English-language searches worldwide.

Aesop and Manscaped among men's grooming brands worldwide, by month

Share of searches by month for Aesop, Manscaped. The figures are in the table below the chart.

View monthly share of searches table
MonthJack BlackAesopKiehl'sManscapedNivea MenLa Roche-PosayBulldogMarloweWahl
Oct 202536.6%30%20.2%11%2.2%0.02%0.03%0.01%<0.01%
Nov 202526.6%32.7%26.6%12%2%0.02%0.02%<0.01%<0.01%
Dec 202543%28.8%15.8%10.6%1.7%0.02%0.02%<0.01%<0.01%
Jan 202646.4%25.3%17.1%9.3%1.9%0.02%0.02%<0.01%<0.01%
Feb 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%0.01%<0.01%
Mar 202647.2%25.8%17.3%7.8%1.9%0.02%0.02%<0.01%<0.01%
Apr 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
May 202640.2%27.1%18.1%12.1%2.4%0.03%0.03%0.01%<0.01%
Jun 202635.5%29.2%19.5%13.1%2.6%0.03%0.02%0.02%<0.01%
Jul 202637.7%31.1%17%11.4%2.8%0.03%0.02%0.01%<0.01%
Aug 202655.2%20.3%13.6%9.1%1.8%0.02%0.02%<0.01%<0.01%
Sep 202640.2%27.1%18.1%12.1%2.4%0.03%0.02%<0.01%<0.01%

How has the Aesop and Manscaped comparison changed over the last 12 months?

3 findings
  • Aesop was ahead of Manscaped in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Aesop’s share of searches among men's grooming brands worldwide moved from 30% to 27.1%, and its estimated monthly branded searches moved from 1M to 823K.
  • Across the 12 months ending September 2026, Manscaped’s share of searches among men's grooming brands worldwide moved from 11% to 12.1%, and its estimated monthly branded searches held steady at 368K.

How did search popularity change for men's grooming brands worldwide in September 2026?

2 changes

  1. In September 2026, Aesop gained share of searches among men's grooming brands worldwide, from 20.3% to 27.1%.

  2. In September 2026, Manscaped gained share of searches among men's grooming brands worldwide, from 9.1% to 12.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Aesop’s and Manscaped’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Aesop

1 branded search term

  • aesop

Manscaped

1 branded search term

  • manscaped

How the Brand Demand Index is measured

Other head-to-heads among men's grooming brands

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